Achieve success with NPS part 1 of 7

This is part 1 of the 7-part blog series about NPS. In this part, you will read how to setup an NPS questionnaire. Our specialist Mark Schepers gives advice that will immediately help you further. Mark has years of experience in measuring customer loyalty, among others at DELA and Carglass.

Determine what information you want to gain

'When setting up the questionnaire, first think about the key question' says Mark. 'What is the reason you want to know whether customers recommend you? This is what determines who you're making the questionnaire for and what information you want to gain from it. For example, do you want to know whether people are satisfied with your product or are you seeking insight into the process that preceded the sale? This makes a great difference. If you want to know which branches have the highest level of loyalty, make sure you can compare the scores between branches. With CYS, you can easily link the desired data.

Involve everyone who gets to work with the results

'It is crucial to determine what people are needed to make the jump from a questionnaire to actual improvements. You can read more about this in the e-book ‘A successful CX program – From measuring to improving!’ Also determine who should receive reports and make it clear what you expect people to do with them. Before you begin, make a summary of what kind of action you expect from which person, and share this list with all interested parties.'

Are we going too quickly? Read this info about NPS first.

About question 1: This is how you formulate the recommendation question

'The Net Promotor Score is based on a standard format. You always begin with the recommendation question. The NPS recommendation question is by default: Would you recommend our product or service to your family, friends of colleagues? Do not forget to adjust this question to your situation,' says Mark. 'If you have a delivery service, it is better not to ask whether someone recommends your 'product'. Instead, you will ask: Would you recommend our delivery service? And if it concerns a purely business service, do not ask whether they would recommend it to friends or family, but rather: Would you recommend our service to other businesses? Our software makes it easy to make these types of changes. So that it fully matches your business.'


About question 2: Look into where this beautiful score comes from

'Let's say the answers to question 1 yield high scores. Such enthusiastic customers. Excellent! But do you also know why they are enthusiastic? Perhaps the reason is completely different from what you expected. This is why question 2 is an open question, whereby you ask the customer to indicate why they gave a 9 or a 10. Of course, you will do the same for customers who gave a lower score. These are the customer experiences that bring forth the most valuable information, information that is really useful to you and your colleagues.'


About question 3: Discover what is hidden with the Root Cause Analysis

'It may be overwhelming to see how much information is coming your way through the questionnaires! But do not despair. Question 3 is based on the Root Cause methodology. In short, it means that we are able to smartly categorize the answer options from question 2. The categories make it possible to reach the core of the customer experience. Not only will you uncover valuable, 'hidden' customer information, you will also see at a glance what part of your customer process is going smoothly and where improvements are needed.


Use terms that are understood by both the customer and organization

Mark Schepers: 'When setting up the questionnaire you will deal with two target groups, namely those who give the answers and those who receive the data. The latter is used to process terms that are not understood by the customers. It is important to realize that you must build a bridge between 'how does the customer think' and the 'internal processing'. What terms are constantly used in the organization that require a translation?

Personalize your questionnaire in terms of text and visuals

'The basis of a good NPS questionnaire has now been established. In essence, your research program is now ready for use. But we would not be CYS if it weren't for extra features! You can easily customize your questionnaire to match your corporate identity. Not only can you customize texts and tone of voice, you can also add logos, fonts and company colors. This way, you will communicate with your customer as they are familiar with.

You are ready to get started

CYS has a standard NPS questionnaire ready for you. Based on the advice as mentioned in this blog post, you can make it fully applicable to specific goals within your own organization. Next week we will discuss the following step: How do you invite the customer to fill out the questionnaire? After all, you are looking for the highest possible response rate.


Try our NPS research program 30 days for free

Curious how your questionnaire will look? And how easy it is to get our software to work for you? Start your free trial.

Start trial

Similar Stories


Root Cause Analysis (RCA): get to the core of your customer's needs

When conducting research, you often need to ask many questions to your customers to get to the core of their needs. However, long questionnaires discourage...

Read More


Taco’s favorite feature: Infographics

In the past year we have developed a lot of nice features that we like to share with you. This blog will learn you all about Taco’s favorite feature:...

Read More


Werner’s favorite feature: Multi Channel Data Collection

In the past year we have developed a lot of nice features that we like to share with you. This blog will learn you all about Werner’s favorite feature:...

Read More